The Flameworthy Awards was meant to be Country Music Television's biggest night of the year, but ratings didn't necessarily reflect that. We decided that the best way to gain interest in it was to play off the immense likeability and unpredictability of its host - Dolly Parton. We created seven TV spots that contrasted her colorful personality against two serious and straightforward event panners, which showed that nobody really knew what's gonna happen. Leading up to the night of the show, over one million people voted to determine which artists won in each category.